Secret Sales Marketing Plan Competition - WInner

This is the winning presentation for the Secret Sales Competition, 2013.

Transcript

1. B Y M A R I Y A K O N O N E N K O & T I F F A N Y C H A N CHALLENGE SECRETSALES
2. •  Objectives •  Customer •  Campaign outline •  Channels •  Promotion •  KPI and Financials AGENDA
3. OBJECTIVES •  Improve customer shopping experience •  Create a sense of community •  Retention of loyal customers •  Gamification
4. PERSONA Rachel Adams Age: 33 Marital status: Married, 2 kids Employment: Interior designer Social group: B Lifestyle: Busy lifestyle, family-oriented Interests: Foreign movies, mostly melodrama; Travelling, mostly in Europe Music, TV, mostly Sex and the City Cooking Magazines: Elle, Vanity Fair, sometimes Vogue Shopping requirements Quality designer clothes for the whole family Prefers online shopping
5. Rachel Adams Digital usage pattern Active IPhone and IPad user; rarely uses PC Brands she follows on Facebook The Spa boutique; Samsung TV; Amazon; Non-profit organizations; Elle magazine; Healthy eating advices; Chanel, Dior and YSL; National Geographics Blogs (Love my Dress, La belle Paris; Wendy's look book) Fitness Studio SecretSales PERSONA
6. THE SHOPÉLITE •  Customers are already a member of a close community •  Loyal customers = élite à Should be treated as a VIP Shopélite- reward-based system to give back and engage the most active members of the SecretSales community
7. HOW THIS IS ACHIEVED •  Personalised user profile (to establish identity) •  Forum (to share/ communicate with other shoppers) •  Star-rewards 2 pts. for comments; 10 pts. for useful comments 1pt. for every pound spent on products 10 pts. for completing the profile 10 pts. for referring a friend 500 pts. for last month’s leadership board winners
8. STAR REWARD SYSTEM = Novice = Junior Shopper = Expert Shopper = Shopelite = VIP Shopelite <1000 pts. > 1000 pts. > 2000 pts. > 4000 pts. >10,000 pts.
9. STAR REWARD SYSTEM = Junior Shopper Novice: à Ability to create own user profile à Save favourite items/ wish list (when brand is on sale, user gets a notification)
10. STAR REWARD SYSTEM = Junior Shopper Junior Shopper: à 1 time early access to sales
11. STAR REWARD SYSTEM Expert Shopper: à 5 time early access to sales à 1 time coupon: £10
12. STAR REWARD SYSTEM Shopélite: à Choose 10 brands to be able to access early sales for a year à Automatic prize draw (e.g. 10 Spa Days) every quarter year
13. STAR REWARD SYSTEM VIP Shopélite: à All year round early access to sales à Automatic prize draw (e.g. vintage bag) every quarter year
14. LEADERSHIP BOARD Annual Reward for the most loyal customers: •  Top 100 is invited to the annual event (reception, drinks, dinner and small fashion show, ability to meet the executive board) •  First place wins Paris/Barcelona/Milan luxury weekend trip (Hotel + Flight)
15. SMART CAMPAIGN OBJECTIVES/KPI •  Website: ü To increase time spent on website by 50% within 2 month of the campaign implementation ü To covert 10% of customers to VIP Shopelite in 2 months (monitored by social media manager) ü To reach 1000 comments on the Forum in 2 months •  Twitter: ü To increase the number of @mentions by 30% in 2 months •  Facebook: ü To promote the community platform and reach 500 people accessing the website from the Facebook page within 2 months ü To increase number of Facebook likes and discussions by 50% within 2 months
16. STAGE 1: Campaign
35. STAGE 2: Promotion
36. PROMOTION •  On all digital channels e.g. Facebook/ Twitter/ YouTube •  Blogs •  Pre-promotion video •  Offline Promotions
37. •  As a pre-promotion strategy, invite 2 famous guest bloggers to write on the SecretSales Blog •  Increase readership and blog followers BLOGS AND COMMUNITY Wendy’s Lookboo
38. PRE-PROMOTION VIDEO
39. OFFLINE PROMOTION •  Promotion on magazines: Vogue, Elle and Vanity Fair à Target audience: avg. 35; ABC1
41. Timeline and Financials
42. Pre-campaign promotion Educational video on website and YouTube Selected magazines advertising E-mail newsletter to existing customers to promote user profile creation Duration: 2 weeks Campaign introduction Website updates Supportive promotions from TV and magazines Inform customers about updates through Newsletter, Twitter, Facebook and YouTube Duration: 1 day Campaign breakdown Blog introduction by external bloggers Forum introduction Integration of community functions into Mobile/ Tablet app Duration: constant content updates Annual Reward Annual event Updates on Events on social media i.e. photos, videos, comments Duration: max 7 days CAMPAIGN OVERVIEW
43. KPI " Current Buyers: 187K; 20% are addicted buyers •  Normal Scenario à Increase Addicted Buyers (approx. 5 orders per year) by 10% à Increase Other Buyers (approx. 2 orders per year) by 30% •  Optimistic Scenario à Increase Addicted Buyers by 15% à Increase Other Buyers by 40% •  Pessimistic Scenario à Increase Addicted Buyers by 5% à Increase Other Buyers by 20% KEY ASSUMPTION: profit = approx. 20% of revenue Avg. order value =£66.5 (avg. of Sept, 11–Sept, 12)
44. COSTS Total Cost = 522K ! ! Price& Frequency&& Total&Cost& Cost&in&pounds& Description& Magazines:! ! ! ! ! ! Elle! 124,560! 2! 249,120! 159,437! (full!page)! Vogue! 65,650! 2! 131,300! 131,300! (full!page)! Vanity!Fair! 123,786 2! 247,572! 158,446! (half!a!page)! ! ! ! ! ! ! Campaign!Costs! ! ! ! ! ! Magento!Enterprise!Edition! 50,000! 1! ! 50,000! Website!Improvements! Prize:!Spa!Day! 95 40! ! 3,800! ! Cost!of!Event! 95! 120! ! 11,400! (Based!on!Dorchester's!rate)! Prize:!Vintage!bag! 2,000! 4! ! 8,000! (Based!on!Chanel!bag!price! from!previous!sales)! Blogger's!bonus! ! ! ! 1,000! ! ! ! ! ! ! Sum! ! ! ! 522,383!
45. ROI 0.00 500,000.00 1,000,000.00 1,500,000.00 2,000,000.00 2,500,000.00 Pessimistic Normal Optimistic Gain from Investment Costs
46. ROI Pessimistic Normal Optimistic
47. FURTHER •  Update app to link with the Shopélite campaign •  Implement campaign to Twitter •  TV ads
48. THANK YOU! Q&A